Pricing Mistakes to Avoid Like the PlagueAssuming that lower prices deliver the best results. Not featuring a variety of options. Not practicing customer segmentation. Overcomplicating your offer. Postponing the embrace of automation. Not testing new approaches. Not focusing on the customer experience.
Mistake No. Basing prices on costs, not customers' perceptions of value. Companies base their prices on “the marketplace.” Same profit margin across different product lines. Companies fail to segment their customers. Companies hold prices at the same level for too long.